纪录片《岭南屋语》商业计划书

发布时间：2019-03-29 12:18

【摘要】：《岭南屋语》是一部拍摄中的大型的人文化纪录片，共8集，每集45分钟，采用全高清制作，普语、粤语、英语三版本同时制作，是广东电视台2013年度重点打造的纪录片。《岭南屋语》即岭南建筑所承载的语言、文化，以及围绕岭南建筑物所述说的故事、人文等。《岭南屋语》的节目制作形式，打破传统独立叙事的手法，采用相同类别、相同主题，横向对比叙事，以人文、故事为载体，，横向跨地区、跨民系、跨时空，跳跃性对比的叙事方法，来表现岭南建筑的文化承载。通过本纪录片全面系统地整理、展现美丽的岭南建筑，丰富多彩的岭南人文。本文首先论述了该商业计划产生的背景和意义，然后运用战略管理的理论对《岭南屋语》项目内、外部环境进行分析，认为该纪录片具有良好的收视市场和社会影响力；在对“文化珠江”团队的竞争优势和《岭南屋语》纪录片的制作形式、叙事手法进行分析后，运用市场营销的理论进行市场细分，确定目标市场以及受众定位；然后制定营销计划，分析《岭南屋语》销组合策略；之后运用财务管理的知识进行投资分析，对项目财务决策指标进行评价；最后运用风险管理的相关理论对项目可能遇到的风险进行分析并提出相应的风险对策以及风险规避方法。通过本文研究表明，广东电视台的《岭南屋语》项目，节目可视性强，故事生动感人，有良好的收视市场前景，具有明显的竞争优势；《岭南屋语》将是一部策划精巧，制作精良，社会影响力好的纪录片；《岭南屋语》总投入500万元，节目制作完成后，假设广东电视台单个播出平台三年内每年播出二次计算，预期三年内可为广东电视台节省购片费259.72万元，为播出频道新增广告收入1222.32万元，可见《岭南屋语》项目是广东电视台一项优秀的项目。本商业计划书为《岭南屋语》制作团队的节目策划、宣传营销、资金管理、风险管理提供一定参考，也为投资商、广告投放商提供评定依据。
[Abstract]:Lingnan House language is a large-scale documentary about human culture, which is produced in full HD, common language, Cantonese and English for 45 minutes each. It is the key documentary made by Guangdong TV station in 2013. Lingnan House language is the language and culture of Lingnan architecture, as well as the stories, humanities, and so on. "Lingnan House language" program production form, break the traditional independent narrative techniques, adopt the same category, the same theme, horizontal contrastive narrative, humanities, stories as the carrier, horizontal cross-regional, cross-people, across time and space. The narrative method of leaping contrast, to express the cultural bearing of Lingnan architecture. Through this documentary comprehensive and systematic arrangement, show beautiful Lingnan architecture, colorful Lingnan humanities. This paper first discusses the background and significance of the business plan, then uses the theory of strategic management to analyze the external environment of Lingnan House language project, and holds that the documentary has a good viewing market and social influence. After analyzing the competitive advantage of the "Cultural Pearl River" team and the production form and narrative technique of "Lingnan House language" documentary, the marketing theory is used to segment the market to determine the target market and audience orientation. Then make the marketing plan, analyze the sales combination strategy of Lingnan House language, then use the knowledge of financial management to carry on the investment analysis, evaluate the project financial decision-making index; Finally, the risk management theory is used to analyze the possible risk of the project and put forward the corresponding risk countermeasures and risk aversion methods. Through the research of this paper, the project of Guangdong TV station "Lingnan House language" has strong program visibility, vivid and touching story, good market prospect and obvious competitive advantage. Lingnan House language will be a well-planned, well-produced, social influence documentary; The total investment of Lingnan House language is 5 million yuan. After the production of the program, assuming that the Guangdong Television Station will broadcast twice a year within three years of a single broadcasting platform, it is expected that the purchase fee for Guangdong Television will be saved by two million five hundred and ninety seven thousand two hundred yuan within three years. For the new channel advertising revenue of twelve million two hundred and twenty three thousand one hundred and ninety nine yuan, it can be seen that Lingnan House language project is an excellent project of Guangdong TV station. This business plan provides a reference for the program planning, publicity and marketing, capital management and risk management of the Lingnan House language production team, as well as the evaluation basis for investors and advertising players.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J952-F

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